基于RFM购买树的客户分群

Customer segmentation based on RFM purchase tree

针对通过零售交易数据进行客户分群时传统方法未考虑商品的价值问题,提出用RFM(recency frequency monetary)表达交易数据的方法,该方法将客户购买的商品和商品类别组成一棵RFM购买树(recency frequency monetary purchase tree,RFMPT).提出基于RFM购买树的快速聚类算法(based recency frequency monetary purchase tree clustering,BRFMPTC),把购买树构建为Cover Tree(CT)索引结构,利用CT结构快速选择k个密度最大的购买树作为中心,将其他对象划分到距它最近的类中心.实验结果表明,在距离加权下,BRFMPTC算法较传统算法在整体上能产生质量更高的聚类结果,性能得到较大提升.

In order to solve the problem that the value of goods has not been considered in traditional methods of customer segmentation, we propose a method of using the recency frequency monetary purchase tree （RFMVI＇） to represent transaction data, in which a RFM purchase tree is built based on the category of the goods. Based on the RFM purchase tree, we propose a fast clustering algorithm named based recency frequency monetary purchase tree clustering （BRFMPTC）. This algorithm constructs the purchase tree as a CoverTree（CT） index structure. With this structure, we can quickly select the k densest purchase trees as cluster centers, then divide the other objects into the nearest class center. The experimental results show that the performance of the proposed method with distance weigh- ting is better than that of the traditional clustering algorithms.